What was the Challenge / Background of the Campaign?

Over the previous two years sales of Vauxhall Commercial Vehicles (VCV)
had steadily grown establishing the brand as number two in the commercial vehicle market. Brand perceptions were lagging behind the very strong set of sales figures so the challenge was to communicate quality and value for
money messages. VCV had to forge an emotional connection with their target audience of C1C2DE men, making radio the ideal partner to deliver a long term share of voice. Find out more...

What was the Campaign Objective?

Increasing awareness around certain models to redress the perception that customers had of VCV.